Proceedings of the 1st International Conference on Emerging Trends and Challenges in the Management Theory and Practice (ETCMTP 2019)

Revisiting Marketing in the Russian Regions: Theoretical and Practical Aspects

Authors
Alima B. Akhmetova, Nikolay N. Yagodka
Corresponding Author
Alima B. Akhmetova
Available Online 10 February 2020.
DOI
https://doi.org/10.2991/aebmr.k.200201.028How to use a DOI?
Keywords
marketing, regional marketing, territorial marketing, event marketing, regions, Russian regions
Abstract

Regional marketing studies today are of great importance for understanding the new opportunities for the development of the Russian regions, attracting investments, promoting regional brands. Modern tools of territorial marketing allow regions to solve their domestic social and economic issues, as well as shape a regional, national and international agenda. The authors examine theoretical domestic and foreign approaches to regional marketing, analyze the practical aspects of the development of regional marketing in modern Russia, as well as the main issues in this area. In conditions of comprehensive competition in the tourism market it becomes more difficult for Russian regions to come up with new strategies for attracting tourists and investors. The current market situation encourages the regional managers to constantly invent new marketing tools, concepts, resources that match the target audience: potential customers of urban goods and services, investors, tourists, and other interested parties. The article also provides the analysis of the most successful Russian practices of territorial marketing in recent years.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Conference on Emerging Trends and Challenges in the Management Theory and Practice (ETCMTP 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
10 February 2020
ISBN
978-94-6252-900-7
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200201.028How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Alima B. Akhmetova
AU  - Nikolay N. Yagodka
PY  - 2020
DA  - 2020/02/10
TI  - Revisiting Marketing in the Russian Regions: Theoretical and Practical Aspects
BT  - Proceedings of the 1st International Conference on Emerging Trends and Challenges in the Management Theory and Practice (ETCMTP 2019)
PB  - Atlantis Press
SP  - 129
EP  - 134
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200201.028
DO  - https://doi.org/10.2991/aebmr.k.200201.028
ID  - Akhmetova2020
ER  -